It’s not Facebook’s newest feature, given that it was rolled out in 2016, but Facebook Crossposting has been seeing an uptick in usage among connected brands of late.
So what is cross-posting, and what advantages does it offer? Essentially, Crossposting allows multiple Facebook pages to post the same video on their respective platforms, and the biggest benefit it offers is an increase in potential video views.
The Advent of Crossposting
Before Crossposting, brands had two options to accomplish a similar form of content sharing.
The first option was to simply share the other brand’s video post on your own page. But this offered little help in the way of increasing a video’s potential views, as Facebook’s algorithm prioritizes original posts much higher than shared posts in terms of how often they’re served to user newsfeeds.
The second option was for one brand to provide the original video to the other brand, which would allow them both to post the same video on their respective platforms in an original post rather than a shared post. But the problem there was two-fold: 1) For starters, it was often complicated to send large files, and 2) posting one video in two separate posts segmented video views. One video might accrue 1,200 views, and the other 1,300 views. Both are respectable view counts, but not high enough to gain much of a boost from Facebook’s algorithm on their own.
But what if you could combine those two view counts to create one video with 2,500 views? A video with that view count could gain more of a boost from Facebook’s algorithm, thus giving you a better chance to gain even more video views. That’s exactly what Facebook offers you through Crossposting.
So how do you do it? That’s the other good thing, Crossposting is relatively easy to set up and execute.
Just go to your Setting page on Facebook, and select “Crossposting” on the left rail menu. Once you’re there, enter the name of the page you would like to add to your network, and click “Next”. On that next page, you’ll be given an invite link. Simply copy that link, and send it to an administrator of the applicable page.
Then, to make a video available for others to post within your Crossposting network, simply check the Crossposting option when you’re setting up a video post. Once you publish, a notification will pop up on the top of each page within your Crossposting network that says “1 Video Added This Week You Can Crosspost”.
Once they click on that notification, the other pages within your Crossposting network will see all videos available to crosspost. They can then select the video they want, alter the copy to their liking and publish.
It’s also worth mentioning that the Crossposting benefits don’t end there. There’s also the option to publish your Facebook Live videos directly to the other pages within your Crossposting network.
When they accept your invite, the other pages will choose to either allow you to go live on their page automatically, or to retain the option to review whether they would like to publish your live videos before doing so.